People hardly ever say what they mean. Most people are driven by emotions, especially in highly-charged circumstances. Their words reflect those emotions, even if they act otherwise.
The kid (or coworker) that grumbles throughout a task — is still doing that task (even though she’s not framing it in a positive way).
The spouse, during an argument, who throws out the incorrect idea that Continue reading ““Verbal Judo” and 10 Things You’ll Learn from George J. Thompson”
True, simplicity is not proof of truth. But since we can
never understand true reality, if two models both explain the
same facts, it is more rational to use the simpler one. It is a
matter of convenience.
Scott Adams’ book God’s Debris introduces us, the reader and first-person narrator, to the world’s smartest person sitting in a rocking chair, Avatar.
You (the narrator) and Avatar hold a wide-ranging conversation about God, religion, science, and probability.
And it’s persuasive.
Join us for a book summary on PRL!
Imagine the last argument you had. You were convinced of your position. There’s no way the other person was right.
They thought the same about your argument, of course.
I’d be willing to bet at least one of you crossed your arms in front of yourself to block the very ideas being spoken.
Arms are one of our most expressive forms of communication. They’re used to build trust and rapport, as we’ll see. They’re used for defense. They’re used to communicate effectively at work.
Imagine the college professor, using her arms to focus our attention to different parts of her presentation. Lawyers use their arms to emphasize their points. Traffic cops use their arms to direct the flow around them.
We are naturally inclined to watch people’s arms — so much that illusionists and pickpockets take advantage of this to misdirect our attention.
In addition to emphasizing our speech, sudden changes in our arms also communicate our limbic reactions to our surroundings.
Last week on PRL, we discussed Hopkins’ career in medical advertising. After seeing all the cash being made by his own advertising efforts, Hopkins gets interested in his own profits.
Chapter Eight, Hopkins is recruited to work at Liquozone, a failing company selling another medical tonic.
Against the opposition of his friends, Hopkins takes the job. He is to be paid no starting salary. He reasons that if most people fail to meet their goals, why would they have good advice? [tweetthis display_mode=”button_link”]”If most people fail to meet their goals, why would they have good advice?” [/tweetthis]
Hopkins creates a new scheme for Liquozone, where six bottles are available for $5, guaranteed to work. Again, he has a druggist sign the paperwork for the guarantee, lending authority to the tonic.
“I had a proposition which no reasonable person can refuse.” Hopkins insists that a salesman should remove all attempt of protecting himself in a deal. Make an offer that the buyer should not reasonably refuse, and the sale is easy.
Within one year, Hokpins has enough sales to turn the Liquozone company around with a large profit. The advertising lesson learned is “ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy.” [tweetthis display_mode=”button_link”]”Ask a person to take a chance on you &you have a fight. Offer to take a chance on him…”[/tweetthis]
YOU can be 10% more knowledgeable about advertising giant Claude C Hopkins’ Secrets to Success with this one PRL post!
This is the 11th post in a series covering the current PRL book selection, My Life in Advertising.
Chapter twelve of My Life in Advertising, Hopkins works on the Palmolive soap account.
Following Hopkins’ playbook, the ad agency offers to buy the beauty soap for whomever brings in a coupon. Palmolive uses this offer to force quick distribution in retail stores, because no business wants the customer going elsewhere. The customers become hooked because the rule of reciprocity says that something done for them, the free bar of soap, will increase their desire to give back.
Continue reading “Food… Shot from Guns? (My Life in Advertising: Chapters 12 and 13)”
This is the 10th part in a series covering the current PRL book selection, My Life in Advertising.
The more things change, the more they stay the same.
Over 100 years ago, steam-powered automobiles were a novelty to many and a luxury to the few who could afford them. With time, the technology improved and the cost dropped.
We’re in a similar situation with Tesla and other high-end vehicles. And their ad methods haven’t changed much in those 100+ years. Continue reading “Three Ways Steam-Powered Automobiles Changed Advertising (My Life in Advertising: Chapters 10 and 11)”
I am blown away at the number of medical commercials on TV these days (in the US). They’re a huge portion of the evening broadcast. You can’t watch network television without being warned of ED.
Did you know that advertising pharmaceuticals directly to consumers is the most common way people receive health communications? It’s true. No one is suggesting the viewers get off their asses to exercise. There’s no money in advertising the health benefits of zucchini — unless you’re the Food Network!
No one wants to hear the bad news of health issues. Instead, we’re fed commercials of attractive actors frolicking in a meadow. The visual message is Happiness, even as the voice-over suggests the medicine might cause exactly what it’s trying to prevent. Everyone is interested in a sunnier life.
Apparently, these ads are an improvement from what was published 100 years ago. Continue reading “Medical Claims My Eye (My Life in Advertising: Chapter 7)”
Have you watched The Simpsons cartoon?
In Season 8 of The Simpsons, the Itchy and Scratchy Show decides they need a new character. There’s a meeting of the animators. The boss asks them to come up with a name for the new dog character.
“The rest of you writers start thinking up a name for this funky dog; I dunno, something along the line of say… Poochie, only more proactive,” he says before slamming the door.
“So, Poochie OK with everybody?” is the result of the meeting.
Great episode and this scene shows us how influence from authority can limit our creative thinking.
If a boss or somebody of higher authority than you presents a solution to a problem, your subconscious will shut down. You’ll see that authoritative idea as the winner. You won’t reach a state of flow.
I call this the Poochie Effect. Continue reading “What can Poochie the Dog teach us about Persuasion?”
Last night I was picking up some adult beverages when my phone lit up. Incoming call from what Google’s Caller ID displayed as US Internal Revenue Services, from Oakland CA. Wary but curious, I picked up.
Immediately, the man knew my name and address. Score one for believably. “Paul White” gave me a case number and started to explain why he was calling: the IRS was doing an audit of all Americans to crack down on fraud, and I had under-reported income from 2010-2011 tax year by $1000 per month. I owed $850 in back taxes for that $12k, said the man.
I was uncomfortable and disbelieving. But it was also a heart-racing scenario if this were true. Al Capone went down like this. Was I next? Continue reading “The IRS called me yesterday. I may not return for 3 years.”
